Big Box Detox

//  01.28.21



Mama Earth Organics invites shoppers to take a ‘Big Box Detox’

Awareness campaign from The Garden encourages consumers to think outside of big box shops and support local businesses.

Local grocery delivery company Mama Earth Organics has launched a new campaign that taps into growing consumer desire to not only eat better quality and sustainable food, but also support independent businesses.

Developed by Toronto agency The Garden, the “Big Box Detox” campaign is constructed around a series of simple OOH and social ads featuring images of quality Mama Earth products accompanied by headlines including “Time for a big-box detox?” “Think bigger than big box” and “Shop small box for a change.”

The campaign is intended to subtly remind consumers that by shopping with Mama Earth, they are actually supporting a network of more than 130 local farmers, artisans and chefs that make up its supplier roster.

“The start of a new year typically inspires people to reset their eating intentions, which aligns with Mama Earth’s mission to help people nourish the planet while they nurture themselves and their families,” said Mary Graham, CEO of Mama Earth Organics.

“Small businesses have been hit hard by COVID, especially with restrictions that seem to favour big-box stores,” adds Samantha Sabatini, Business Lead, The Garden. “Consumers are very sensitive to this and are rethinking how they shop in 2021. We wanted to position Mama Earth as a thoughtful way to support the local economy through their relationships with small farms and local businesses.”

The ads are running across 18 digital billboards in the Hamilton area throughout the rest of the month, followed by 10 boards across Kitchener, Milton and Mississauga through February. They are accompanied by Instagram and Facebook ads, static ads, GIFs and social video.

About Mama Earth
Mama Earth Organics is a local, sustainable delivery service that makes it easier to eat good and do good. They offer hyper-fresh produce, sustainable meat and seafood, best-of-Ontario artisanal goods, and chef-made meal solutions.

About the Garden
Based in Toronto, The Garden is one of Canada’s top independent creative and brand strategy agencies focused on solving the challenges faced by modern organizations as they seek out new ways to drive growth.


Food, Social Causes